Taking a bite out of the office lunchtime taboos
APPLE brand Pink Lady has teamed up with comedian and Loose Women presenter Judi Love in its new campaign aimed at office workers.
Dubbed the ‘Empower Your Lunch Hour’ campaign, the new marketing aims to take on what Pink Lady has called the “lunchtime taboos” of UK offices, as revealed by research the brand has undertaken.
Among the key findings from the poll conducted by Pink Lady, which surveyed 2,000 office workers, the brand found:
• 81% of office workers admit they wouldn’t eat the same foods at work as they do at home
• 57% said they feel self-conscious about eating something that could be perceived as ‘unhealthy’ for lunch when surrounded by colleagues who are eating healthily
• 49% have said judgement from others has impacted their lunch choices, with 45% also claiming they have critiqued other co-workers’ meals
• 55% said they worry co-workers will also judge the size of their lunch
To offset this, Pink Lady’s new campaign aims to target these insecure about lunch office workers to help increase the frequency of purchase from the brand and recruit new shoppers to its apple range.
Judi Love said: “Fuelling ourselves when we’re busy at work is important so in my humble opinion, that plate should be filled! When I’m on set, we work long days – it’s not as glamorous as it may look.
“Having nutritious, satisfying meals is key to me being on my A-game.
“I’ve loved having lunch with Pink Lady. One of my favourite mottos is ‘laugher is healing’ – so it’s been great to bring some humour to a topic we all secretly relate to.
“We really want to encourage people to shake off the pressure to conform and reassure them that it’s okay to do things a bit differently sometimes.”
Lynn Shaw, senior marketing and communications manager at Pink Lady UK, said: “We’re delighted to have Judi Love star in our latest campaign. Our research highlights how many unwritten rules office workers feel pressured to follow – but Judi’s relatable humour is the perfect antidote, inspiring people to embrace their individuality when it comes to work lunches.
“As a brand, our goal is to own the lunchtime occasion, and this campaign will help make Pink Lady synonymous with lunchtimes – with Judi Love bringing the spirit and fizz of the Pink Lady brand to life.”
